Last month, along Alaska's Seward Highway, Irv Gordon hit the 3 million-mile mark in his 1966 Volvo P1800. It had been a long journey for the 74-year-old Long Island, N.Y., native — a journey just as important to Volvo because of the publicity.

"The car will probably make 4million miles, but not me," Gordon said. "New Volvos are fantastic. I just drove the XC60 — just terrific. It will be my next car."

Gordon's story underscores the reputation for safety, quality and durability of the Volvo brand and reputation for loyalty of its owners.

Volvo produced cars for about four decades before Gordon's P1800 shipped out of Sweden. The company pioneered or helped pioneer three-point seat belts in 1959; crumple zones, which absorb the impact of a crash, in 1966; air bags during the 1980s; and crash-mitigation technology through the past decade. It introduced a cyclist-avoidance system for 2013.

Some might have wondered whether China's Geely Holding Group, which in 2010 purchased the company from Ford, would take the automaker in a new direction.

"Geely bought Volvo to be Volvo, to grow it as a luxury brand," said John Maloney, president and CEO of Volvo Cars of North America. "The foundation of the house is safety, durability, longevity and, increasingly, design. Going back to 1927, the brand was about taking care of people. Our vision is that by 2020, nobody will be seriously hurt in a Volvo."

Several years ago, at a Volvo news event, the company asked journalists to draw what they thought Volvo stood for. Most penned the word "safe" and a box to represent the shape of, for example, the 1966 Volvo 144 and the 1982 Volvo 760 — both of which carried the carmaker's classic strong shoulders, thick doors and tough crush zones, not the sporty look of Gordon's long-life P1800.

Journalists today probably wouldn't draw a box. Volvo long ago streamlined its appearance, as the XC60 compact SUV and other models attest.

The carmaker focuses today on style as well as safety. Its Concept Coupe from the recent Frankfurt Motor Show takes cues from Gordon's P1800; its unadorned lines, T-shaped running lamps and floating grille will become Volvo hallmarks. Inside, a large touch screen, heads-up display and restrained use of wood set the tone.

Volvo will introduce the V60 wagon to the U.S. in 2014, then focus on its "Scalable Product Architecture" that the Concept Coupe demonstrated. Volvo plans to employ four-cylinder engines, with turbocharging and electric assist, to cover a broad horsepower range. Its 2.0-liter engine generates 240 horsepower. The Concept Coupe is a 400-horsepower plug-in hybrid. Pure electrics are also planned. Volvo will show the new products in January.

The company emphasizes that none of these aesthetics and changes will distract from its mission. Autonomous steering to avoid accidents will be introduced in 2014. Fully autonomous driving is expected before 2020.

"We're not giving up on who we are," Maloney said. "We'll put it in a package that is more emotional for a wider audience, adding design and personality to an otherwise great brand. Concept Coupe shows the proportions we expect to get off our new platform. It is a much more emotional design; you can see the main traits our cars will have going forward."

But Volvo has challenges.

"If they want to be a competitive premium brand, they have to invest a lot of money in developing compelling premium products," said Dave Sargent, vice president of global automotive for J.D. Power and Associates. "Volvo clearly has fewer resources and can't outspend their European competitors. They have to find unique selling propositions like safety."

Durability: fact or myth?

In J.D. Power's 2013 Vehicle Dependability Study, Volvo owners reported 149 issues per 100 vehicles, compared with an industry average of 126, ranking 23rd among competitors. It ranked 14th in 2012. Statistics over the past decade were similar.

"Tentatively, Volvo has more problems, on average, than the typical customer across the industry," Sargent said. "It has gone on a number of years — very systematic."

The data could say more about Volvo drivers than Volvos.

"I would not have concern buying their products, for the most part," Sargent said. "It doesn't mean engines are dropping out or the cars aren't safe. It is a well-engineered, safe, durable product with a compelling set of attributes. It just means, on average, a Volvo owner will report more issues."

Ensuring long-term durability is easier than a statistics lesson. Take it from a man who knows.

"Just follow the owner's manual," Gordon said. "It's a piece of machinery and can't take care of itself. Have the scheduled maintenance completed."

Volvo's next journey may feel like the fourth million miles, but it's all about proper maintenance, precise steering and perseverance.

"Volvo is a storied brand with clear values," Maloney said. "Safety is central to all we do. We're right at the beginning of refreshing products. The future is bright. Irv's car still looks very modern. It embodies the best of Volvo — past and present."

Practical car shoppers likely use a potential purchase's resale value as a primary factor in their decision-making process. The resale — or residual value — indicates how much a car will be worth down the road when it comes time to replace it.

In the rarified air of super-expensive, ultra-luxurious, V-12 powered luxury coupes, few names match the prestige of the Mercedes-Benz SL65 AMG — and even fewer cars can match its combination of massive power and coddling appointments.